Sonakshi Sinha launches the new store of Provogue at A S Rao Nagar, Hyderabad. The leading fashion brand Provogue launched its new store at A S Rao Nagar, Hyderabad with Style Icon & Trend Setter, Sonakshi Sinha. The Dabang girl who was recently roped in by Provogue as the face for their latest Summer/Spring collection and "LIVE MAD" campaign for the Women's Wear was spotted at her fashionable best. The actress was delighted to be a part of this magnum-opus store by Provogue and even shared her views regarding the revolution the brand has brought in the fashion fraternity. LIVE MAD defines a state of mind, which represents the spirit of New India. It embraces the concepts of to Care more than others, think wise; Risk more than others, think safe; Dream more than others, think practical; Expect more than others, think possible; Live more than others, Live Mad. LIVE MAD says that there's no success without a touch of madness. 12 more images after the break...

On being enquired regarding the opinion on the campaign & the brand, Sonakshi Sinha said: "Provogue is a brand known for its innovative designand believes in going beyond the realm of the fashion trends. I am proud to be a part of the brand which depicts the free and young spirit of our country" The Summer/Spring collection which has been designed with innovation has a perfect blend of the current fashion trend with elegance.

The Summer/Spring collection campaign and the new store have been designed with the key element of moving "Beyond" of what is expected with energy and passion.